Apple is gearing up for one of its most awaited innovations yet-a foldable iPhone. According to Bloomberg’s Mark Gurman, the tech giant plans to release the device by late 2026, making a bold entry into a market dominated by Samsung. Unlike past Apple launches where the brand set the trend, this time Apple is borrowing from Samsung’s Galaxy Z Fold design but aims to refine it by removing creases and improving hinges.

Priced at around $2,000, this device will rival Samsung’s Z Fold 7 and Google’s Pixel 9 Pro Fold. Though foldables currently make up less than 2% of global smartphone sales, Apple’s massive user base-57% U.S. market share-could take foldables mainstream.

Apple also plans to introduce new foldable-specific software, enhancing user experience. While Samsung leads in global foldable sales with 66% market share in 2023, Apple’s brand loyalty and design upgrades could change the game.

This marks Apple’s latest attempt to stay ahead in the innovation race while tapping into a luxury-tech niche with massive growth potential.